ACCC looks at AFL's variable pricing strategy

01.Fans Association lodges complaint

The ACCC is looking into whether the Australian Football League violated consumer law when it altered its pricing system after fans had already paid for their 2014 season membership.

The AFL asked members to pay extra for reserved seating at “A-Reserve” games – or those expected to draw the biggest crowds – before reversing the decision, by which time some members has already paid the extra fee.

The ACCC complaint was lodged by the AFL Fans’ Association and concerned the league’s variable ticketing strategy at the MCG and Etihad Stadium.

Earlier this year the AFL indicated it would also introduce variable pricing at Metricon Stadium on the Gold Coast.

In addition to generating more revenue for premium seating, the pricing regime allows fans to pay less for better seats that are unoccupied. This policy angered AFL members when about 1200 general admission entries to a Geelong-Hawthorn match were allowed to sit in the AFL Members’ Reserve at no extra charge.

The ACCC has told media outlets that it “hasn’t formed a view on whether the conduct may raise a concern under the Australian Consumer Law’’.